California Grown is moving outside of the Golden State as the organization seeks to encourage neighboring states to purchase California fruits, nuts and vegetables. The advocacy group — under the California Department of Food and Agriculture — is supported by the state and federal governments as well as by hundreds of growers and Californians.

The “Grown to be Great” campaign, developed with Mering, a company of The Shipyard, initially only ran in CA but this new round is expanding to Arizona, Nevada, Washington and Oregon.

“We’re excited to debut this new chapter and bring to life the diversity of specialty crops in California while encouraging consumers to always make the choice to buy California-grown,” Cherie Watte Angulo, execut ive director of California Grown said in a statement.

The creative also features a new direction for the group as it leans into a more comedic tone for three California commodities: leafy greens, avocados and olive oil.

“Creatively it’s a big departure, as the work previously was more of a documentary style, showcasing the passion of the local CA farmers, as well as their relationships to chefs and others who their ingredients inspire,” Kerry Krasts, executive creative di rector, Mering told Adweek.

Each vignette celebrates the joy and quirky obsessions of those who eat and cook with these ingredients and—to underscore the humor—all are directed by comedy director Mike Bernstein, best-known for his Saturday Night Live skits. “Visually, we knew this work (and our commodities) needed to stand out,” Krasts said. “So, we embraced our California-ness and all things bold when choosing our campaign colors, typographic treatments and casting.”

The media campaign is designed to tar get “joyful cooks,” or more specifically the end users, who typically prefer to buy and consume local and organic ingredients as well as considers cooking to be fun. These cooks are avid mobile and digital users, so the multi-layered digital campaign includes social channels (Facebook, Instagram, Pinterest), video partners (YouTube, SpotX) and content partners (GDN, AdTheorent, Dot Dash). There is also an influencer marketing component to the campaign as the agency is working with nano influencers who are d eveloping recipes and will be showcased in the creative campaign on social platforms